Jil Sander, the designer, has been described as "the Queen of Less.” Jil Sander, the brand, has a sub-brand called Jil Sander Navy, so I went with the same notion in coming up with the name for this paint sub-brand. I called it Jil Sander White. The concept of the brand was to have a range of solely white paints for sophisticated men and women with appreciation for quality and minimalistic aesthetics.